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Niklas Russmann has been an entrepreneur throughout his career and often needs a quick meal or snack on the go.
“I was always going from one meeting to another, and I was always on the go, so I ate a lot of energy bars. I thought I was pretty healthy, and I worked out a lot, until the doctor told me I was pre-diabetic,” he told Food Dive.
It was in 2014 that the Swedish businessman started taking his health more seriously.
A mechanical engineer by profession, Ruthman used his scientific background to embark on an extensive research mission to find ways to treat his condition through food.
“I read everything I could, and in addition to controlling my diabetes through antidiabetic drugs,–“I was able to eliminate my knee and back pain thanks to the anti-inflammatory diet,” he said. “I’m living proof that eating this way works.”
Since then, Ruthman has created Nyx, a healthy snack brand that produces ice cream, candy bars, nut bars and protein bars.
Company Lighter Ice Cream characteristic EPG, the fat substitute ingredient of Epoji FoodsA fat substitute based on rapeseed oil, it can reduce fat calories by up to 92% because rapeseed oil itself is not absorbed by the body.
Instead of traditional sugar, the pints are sweetened with natural substitutes including stevia, monk fruit, erythritol and xylitol, meaning Nick’s products have far fewer calories and sugar than traditional ice cream.
With Nick's permission.
Leading the way with taste and smart partnerships
As consumers increasingly prioritize health and wellness through their food and beverage products, the healthy food category is teeming with startup brands and novel products.
Even CPGs known for their candy bars and chocolates have taken notice of this consumer trend. Nestlé, for example, I swore last year Increase sales By the end of this decade, sales of health products are expected to decline by up to $27.3 billion..
And Unreal Snack aims to solidify its position in that space by using: Complete and clean ingredients used in making candies and sweets. product.
Ruthman said the Knicks want to stand out from the crowd in two key ways: leading the way and forming smart, relevant partnerships.
The company officially launched in the United States in 2020 and is currently There are 13,000 stores nationwide, including ShopRite, Stop & Shop, Harris Teeter, Acme, and more.
“If you compare Halo Top, for example, to our ice cream, there’s no doubt that our ice cream tastes better. It’s creamier and feels like real ice cream,” Brittany O’Brien, senior brand manager at Nick’s, told Food Dive.
As a brand, a key part of Nick's marketing strategy is to not overwhelm consumers with health information.
“We have to create a brand that appeals to everyone, and keep it delicious and sexy. And all the other benefits come along with it.”
Ruthman knows that a low-carb, low-inflammation diet has many health benefits, but he says that shouldn't be the main reason people come to the store looking for his products.
“A lot of people don’t have time to read scientific articles and really understand all this stuff. We have to give it to them in a very understandable branded form,” Luthman said.
While keto, paleo and plant-based diets have had their 15-minute popularity, Ruthman says the company will be stuck on its current path if it ignores these changing trends.
“We really try to understand what the real science is. And there are fads that come and go, and some last a long time, some don't, but we don't adapt to fads. We adapt to what the best science is.”
Luthman and Nick's marketing team have also been focusing on key brand partnerships that they believe can help with expansion into the United States.
The company recently partnered with the Kardashians after sending them products and receiving positive feedback.
“We were thrilled to partner with the Kardashians. We wanted to evolve[the brand]beyond being diabetic-friendly, but to ensure everyone has the choice to eat whatever they want, without judgment, and that both versions are delicious.”
“When we’re trying to raise awareness in the U.S., who better to turn to than the Kardashians? And it fits their lifestyle, because they like to eat better and try different products.”
Nyx sells two product lines: Light Ice Cream and Ice Cream Novelties, which vary in calorie range and sugar content.
Luthman said the company has a lot of “surprises” coming up in 2024, but for now, the brand is focused on building its appeal and maintaining its credibility with American consumers.
